Client
Kerry Ellis
Date
June 2021
Results
- 180% increase in ranked keywords
- 400% increase in online impressions
- 117% increase in click-through rate
- 550% increase in website traffic
Kerry Ellis
Brief
Award-winning leading lady Kerry Ellis has taken the stages of West End and Broadway by storm, starring in productions such as We Will Rock You, Wicked, Oliver and Les Miserables.
While Kerry had been busy releasing a solo album and touring with Brian May across the world, her website was not providing the same success. Basic and lacking in design that genuinely reflected Kerry’s brand, it was also difficult to manage, making it challenging to update information about events and releases.
The website didn’t have any e-commerce functionality, meaning that Kerry’s fans couldn’t purchase music and event tickets directly from her website.
The Problem
Kerry was evolving as a musician, and as she toured to promote her music and performed with other musicians across the globe, her fan base grew. Kerry needed a website that was an accurate representation of her brand as a musician and a hub for her fans to learn more about her career, purchase music and merchandise, and keep up to date with events.
The website she had was too limiting:
- No e-commerce. Fans couldn’t purchase music or merchandise from the website, preventing a revenue stream from being created.
- Basic website with limited design. It did not represent Kerry’s brand or the true nature of her success and industry accolade.
- Poor user journey. The website was slow, unprofessional and limiting when it came to information and showcasing Kerry’s work.
We knew that with our experience, we could design and develop an e-commerce website that would be a central hub for Kerry and her fans, where they could stay on top of events, performances and latest releases – as well as purchase merchandise.
Solution
Putting experience into practice
By working closely with Kerry and understanding what she wanted to create for her brand and her fans and coupling this information with our experience of digital marketing and driving online results and sales, we undertook the following strategies.
Onsite and offsite SEO
Improving the websites SEO and conversion rate was high on the agenda. Having created a new e-commerce website, we wanted to ensure that online visibility was improved, directing more traffic to the website. It was also critical to remove barriers to converting when it came to purchasing merchandise, music, listening to Kerry’s podcast or getting in contact.
As well as optimising the on-page copy for the various segments of Kerry’s audience and getting the technical elements of the website right, we also wanted to improve brand awareness and leverage offsite SEO in the form of digital PR. In doing so, we achieved high authority backlinks and referrals from relevant established and relevant online platforms
Complete redesign & redevelopment of the new e- commerce website
This new website was modern, slick, and professional, incorporating Kerry’s brand and, more importantly – improved functionality.
The new e-commerce website features a shop where merchandise and music can be purchased and a dedicated events page that Kerry and her team can easily manage without being a drain on time and resources.
To ensure uptime and ensure resilience for a peak in traffic after performances, the website was moved to a more reliable and stable hosting platform.
Complete list of services undertaken:
- Complete redesign of the Website design and development
- Website hosting & management
- Customer journey experience improvements
- Conversion rate optimisation
- Business email solution
- Search engine optimisation
- Digital PR
- Business and marketing consulting
- Holistic reporting on performance (reporting on all data across all channels).
This provided deep business data and helped shape new product development.
The Result
Within the first nine months, the new website saw a dramatic improvement in search visibility, ranking for over 1000 relevant keywords, an increase of 180%.
This led to online impressions soaring from 240 to 1,200, and naturally, website traffic improved due to increased visibility, increasing by 550%. As these figures increased, brand awareness improved too, with social following and engagement, direct traffic and branded searches also rising.
Users were more engaged, bounce rate dropped by 36%, and the highly functional website and improved user journey meant that Kerry saw an increase in online sales.
